Schneiders is challenging the fitness-first narrative around protein with a new campaign that puts everyday Canadians—and their snacking habits—at the center. Developed by Rethink, the ‘Protein Smarter, Not Harder’ campaign swaps gym clichés for real-life cravings, highlighting Schneiders’ convenient, protein-packed options across outdoor, social, and influencer channels.
In a category often dominated by chalky bars and blender-heavy shakes, Schneiders takes a playful approach. Outdoor ads poke fun at the struggle of “juggling a blender” just to meet protein goals, while offering alternatives that are simple, tasty, and satisfying. Products like Peperettes and Mini Charcuterie Kits promise a flavorful upgrade that slides effortlessly into everyday routines.
“The category ceded ‘protein’ to bars and shakes, and forgot flavor a bit too much. We’re taking it back,” said D’Arcy Finley, VP of brands at Maple Leaf Foods. “Rooted in how Canadians really snack, this campaign swaps lab-coat clichés for real culture, making Schneiders the obvious protein upgrade: satisfying, convenient, and irresistibly delicious.”
The campaign is being rolled out across OOH, DOOH, and social platforms, and amplified through influencer partnerships showcasing how Schneiders’ snacks fit seamlessly into diverse lifestyles. With this strategy, Schneiders aims to reframe the protein conversation—moving it beyond the gym and into the everyday lives of Canadians.
